Chapter for Language Standardisation in Europe, ed.

by Nik Coupland & Tore Kristiansen; date of this version: 16-8-2011

Language change and digital media:

a review of conceptions and evidence

Jannis Androutsopoulos
University of Hamburg

INTRODUCTION
While writing this chapter, two personal experiences illustrated language change in computer-
mediated communication (CMC): First, I conducted a quick survey among 20 students taking
a course on CMC, in which all of them reported using emoticons and around 90 per cent also
reported using written prosody and expressive punctuation in their private CMC exchanges.
The students reported lower frequencies for these features in public CMC contexts, while dif-
ferences by gender were rather insignificant. Second, I attended a comic interpretation of
Romeo and Julia recontextualized in the digital era. The plays dialogues were now carried
out on facebook walls, with the protagonists entries sprinkled with emoticons such as :-/ ,
laughter acronyms such as rotfl (rolling on the floor laughing), expressive punctuation, and
the like. If a discussion of language change and digital media focused on just features of this
kind, we could safely assume that a process of change has largely been completed. These an-
ecdotal observations suggest that certain new features of written language are part of the us-
age of a generation sometimes called the digital natives, and subject to mediatised stylisa-
tion and popular representation. But such a narrow view of language change in digital media
is unsatisfactory. It lacks embedding into a broader picture of sociolinguistic change, which
would consider written language in its own right, deconstruct the very notion of language
into various domains of language practice, and distinguish potential trajectories of change
within online written usage, from digital to non-digital written language, or to spoken usage.
Questions and scenarios of this kind circulate in the transnational research literature that
has emerged in this area since the mid 1980s. Its prototypical empirical domain is variably
called CMC, computer-mediated discourse or interactive written discourse (Ferrara, Brunner
and Whittemore 1991). In this paper I also use the term digital networked writing, a term
that emphasises the dialogical and process-oriented character of written language use through
technological networks and within social networks (see boyd 2011).
All networked writing is carried out on digital technologies that enable private or public,
asynchronous or near-synchronous exchange among individuals and groups on various appli-
cations or platforms. While these technologies enable all sorts of written communication (in-
cluding carefully drafted, subject-oriented and institutionally framed texts), I argue that proto-
typical networked writing is shaped by four main conditions (Androutsopoulos 2007): (a) it is
vernacular, in the sense of non-institutional writing that is located beyond education or pro-
fessional control; (b) it is interpersonal and relationship-focused rather than subject-oriented;
(c) it is unplanned and spontaneous; and (d) it is dialogical and interaction-oriented, carrying
expectations of continuous exchange. These properties set the frame for a prototype of new
writing, which first materialised in pre-web applications such as personal emails, newsgroups
and chat channels, then carrying on to forums, texting and instant messaging. Written lan-
guage shaped by these properties captured researchers interest and imagination from early
on, and virtually all discussion on language change in and through digital media examine
networked writing in the sense outlined here.
 -2-

However, the reach of CMC has for some time outgrown these conditions, and the rele-
vant literature is full of discrepancies between early and contemporary accounts, visionary
scenarios and empirical evidence. An example of the high expectations voiced in early litera-
ture is this aphorism by the German linguist Sigurd Wichter from 1991: The history of digital
networks cannot be written yet, but it is not improbable that these new developments might
reach the consequences of the printing press at the beginning of the modern era or of tele-
communications technologies in the beginning of the 20th century.1 Projections of this kind
often surface in public discourse, their frequent dystopian versions motivated by a deeper
concern: that Internet language is corrupting the way we craft traditional writing or even
speak face-to-face (Baron 2008: 176). But they have become less common in the Internet
linguistics literature nowadays, as exemplified by David Crystals recent claim: The phe-
nomenon is so recent () that we might expect very little to have happened (2011: 57).
This chapter offers a critical synthesis of research literature as a backdrop against which to
develop a perspective on digital media as sites of sociolinguistic change.2 I start by discussing
evidence for written-to-spoken and written-to-written effects of CMC language, thereby con-
cluding that findings have been negative, inconclusive, or fairly restricted. Moving to lan-
guage innovation and change within CMC, three main themes are discussed: the mingling of
spoken and written features, strategies of economy, and compensatory means for prosodic and
visual cues. The last part of the chapter outlines a broader perspective on digital media and
sociolinguistic change, in which literacy (as a differentiated domain of linguistic practice) and
written language (as graphic and visual materiality of language) feature in their own right. I
argue that digital media enable an expansion of vernacular writing into new domains of prac-
tice, and therefore a diversification of writing styles and pluralisation of written language
norms. The expansion of digital literacy practices affords vernacular written usage more
space, visibility and status than ever before, and vernacular usage itself is diversified in what
we might call old vernaculars, representing locally bound ways of speaking that traditionally
didnt find their way into (public) writing, and new vernaculars new patterns of differen-
tiation from written standards, indexing practices and networks of digital culture. In public
discourse, however, new media language is discursively constructed as a homogenous and
distinct language variety against the backdrop of a technological determinism ideology.

FROM CMC TO WHERE? SCENARIOS OF EFFECTS AND INFLUENCE

Public discourse sometimes raises the effects of digital media on a language as a whole
(Thurlow 2006, 2007; Squires 2010). But from a research viewpoint, when it comes to
speech, the potential effects of the Internet (at least as of now) are negligible at best (Baron
2008: 180). The occasional appearance of CMC-typical abbreviations or acronyms, such as
LOL, in spoken language is often anecdotally mentioned, in English or other languages. Apart
from that, evidence for effects of CMC on spoken language are restricted to lexis, an area
often neglected by researchers in Internet linguistics.
The spread of lexical innovations from the field of information and communication tech-
nologies (ICT) in newspaper discourse is well documented (e.g. Shortis 2001, Wichter 1991).

1
Original: (D)ie Geschichte der Vernetzung kann noch nicht geschrieben werden, aber es ist nicht unwahr-
scheinlich, dass die neuen Entwicklungen durchaus die Auswirkungen erreichen knnen, die dem Buchdruck zu
Beginn der Neuzeit oder der Fernbertragungstechnik im Anfang des 20. Jahrhunderts zukommen. (Wichter
1991: 89, my translation.). All translations of German excerpts in this chapter are by the author.
2
The extensive use of German-language literature in this chapter reflects the fact that German scholarship ad-
dressed relations of digital communication and language change from early on, and in considerable detail. I
integrate it with literature on and in other languages, as my aim is to offer a wider perspective on the vernacu-
larisation of post-standardised (public) written language.
 -3-

In languages other than English, the link between technological innovations and Anglicisation
was also made early on (e.g. Kniger 1997). In German, for example, English ICT lexis is
either morphosyntactically integrated or loan-translated, and variation between these two op-
tions may occur. However, these accounts do not specifically distinguish between broader
changes and the more specific phenomenon of net neologisms, that is, words that have arisen
directly as a result of the Internet (Crystal 2011: 58). A methodological challenge here is how
to account for the actuation and propagation processes of net neologisms: How can we deter-
mine which lexical innovations really emerge in CMC, and what are their paths and trajecto-
ries of diffusion across other domains of written usage and modalities of language?
David Crystals (2011) approach to net neologisms is to identify areas of technical innova-
tion such as popular platforms and applications and to examine the lexical fields emerging in
these areas. He discusses examples of lexical creativity around twitter and blogs, with cau-
tions as to their persistence: Most of these are likely to have a short linguistic life (2011:
59). An alternative procedure for identifying new digital vocabulary is described by Smyk-
Bhattacharjee (2006) who studied lexical innovation in blogging. She developed a computer-
aided analysis comparing blog data with the British National Corpus and the Webster online
dictionary, followed by manual verification. This enabled her to identify new terms coined on
blogs, such as blogaholic, which were neither codified in dictionaries nor attested in large
newspaper or spoken language corpora.
Such comparisons can help to understand the spread of lexical innovations across domains
of written usage. A German example is the productivity of new prefixed and compound verbs
around google, such as ergoogeln, a verb roughly meaning to google it out for oneself. A
google search yields 216,000 hits for this item (as per 28 July 2011), but a search in the larg-
est corpus of public written German3 yields only one hit for the infinitive form (set in quota-
tion marks) and seven hits for the participle, ergoogelt. This is a clear, if rough, indicator that
a net neologism such as ergoogeln will be around in public net usage for a while before it hits
mainstream newspapers. But it does not solve its cross-mode actuation: did this new word
first occur in networked typing, or traditional writing, or maybe in talk among net experts?
This question can be raised for each of the numerous net neologisms documented in vernacu-
lar lexicography projects such as Urban Dictionary.4 Strictly speaking, the cross-mode actua-
tion of net neologisms is impossible to determine, unless it is done anecdotally or ethno-
graphically for specific items. On the other hand, the modality of actuation does not predict
the cross-media propagation of a net neologism, i.e. the paths and trajectories of its spread
across domains of spoken and written usage, and the mediatisation chains that might lead to
its eventual codification.
Moreover, we need to consider not only lexis that designates new technologies and appli-
cations, but also peoples practices with and negotiations of digital media. Consider expres-
sions such as facebook stalking (the practice of following someones activities on facebook)
or the verbs befriend, unfriend, and defriend. The latter two underlined by my spellchecker
as I am writing this, but scoring 3,810,000 and 550,000 Google hits as per 17 july 2011)
lexicalise a digital literacy practice, whereas befriend is an older form that gains a new mean-

3
See http://www.ids-mannheim.de/cosmas2/. Ergoogeln is also discussed in the forums of the widely used trans-
lation dictionary leo (http://www.leo.org/).
4
The Urban Dictionary features hundreds of word-formation products with google, but not all of these can be
expected to be in current usage. For example a search for the word googletowngirl, which is listed in Urban
Dictionary as a common noun, produced only a few pages of results, with the word featuring as dictionary entry
or user nickname.
 -4-

ing and thus a chance for revival. New lexis of that sort is successful precisely because it lexi-
calises peoples social practices with digital technology.5
The influence of CMC on spoken language seems less of a concern to public discourse and
popular imagination than its potential effects on other domains of written language produc-
tion, especially school writing. The idea that pupils might use netspeak or text-message style
in their school essays is a widely publicised linguistic myth on CMC (Thurlow 2007). Related
is the notion that CMC might foster an uninhibited decline of literacy culture (Beiwenger
2010). Most linguists are very cautious with claims of this sort, but the fact is that robust evi-
dence against them is missing. There is to my knowledge only one large-scale empirical study
specifically comparing digital to non-digital writing. Called How youth write (Drscheid
and Wagner 2010), it was carried out in German-speaking Swiss schools and compared pu-
pils school essays to their out-of-school digital writing, based on 1148 digital texts, 953
school essays, and questionnaires to pupils (N=754) and teachers (N=47). This study draws
on a normative conception of salience (Aufflligkeit) as deviation from standard written lan-
guage norms. The digital texts are analysed for salient features at the levels of punctuation,
orthography, morphosyntax, lexicon, and textual organisation, and compared to the school
essays. In addition, the writing portfolios of nine pupils from different school types are ex-
amined in qualitative case studies. The results suggest that out-of-school digital writing does
not have any influence on institutional language production. Out-of-school digital texts con-
tain some features that do not appear in school essays, but features of networked writing are
not transferred to school writing. Conversely, an orientation to standard language in informal
digital writing does not imply normative writing at school. Some of the case studies confirm
what would be expected as the default case: normative writing is used at school and deviant
writing out of school; but other configurations occur too. Young peoples writing is diverse
and quite individualised, but interferences from informal to institutional writing are not part
of the picture.
A wider perspective is to ask about the spread of CMC features to other domains of pri-
vate or public writing. The use of emoticons in private hand-written texts is sometimes re-
ported, but there certainly are predecessors to such practice, as personal letters were always
subject to multimodal enrichment (see e.g. Kataoka 2003). Anecdotally, I have seen emot-
icons and other netspeak features used in stylisations of digital youth in the press; novels
on digital crime using leet speak (see below) to decorate their covers; and emoticons finding
their way into advertisements, especially in representations of young professionals at work.
Such purposeful stylisations of CMC landmarks can be understood as instances of language
crossing, with CMC features indexing some (positive or negative, affirmative or distanced)
orientation to stereotyped digital-media users and practices, thereby drawing on emerging
popular ideologies of new media language. However, what constitutes change here is the
availability of new resources for the design of public discourse rather than some new, fixed
patterns of non-digital written usage.
An even more inclusive approach would centre on the effects of computer-based writing
as opposed to earlier forms of written language production. Schmitz (2001: 21702171) dis-
tinguishes four levels at which the computer as a writing-machine changes the nature of writ-
ing: (a) monologic (computer-writing enables flexible composition techniques and a less dis-
ciplined and uninhibited writing); (b) dialogic (new writing styles emerging in sites of pub-
lic, anonymous participation, a playful anarchy of hybrid, spoken/written patterns); (c) non-
linear (hypertext as new principle of information structure); and (d) interactive (collaborative
writing and the fuzzy distinction between author and reader). Clearly, scholarship on language
change has concentrated on level (b), to which we now turn.

5
Unfriend was the New Oxford American Dictionarys word of the year in America, see Savill 2009. Thanks to
Sali Tagliamonte for discussion on these verbs.
 -5-

INNOVATION AND CHANGE WITHIN DIGITAL WRITTEN LANGUAGE

It seems fair to say that the issues covered so far have often been raised, but rarely systemati-
cally studied. What has moved researchers since the mid 1980s was innovation and change in
CMC language itself. Early accounts often proceeded on a butterfly collector basis, explor-
ing data from various sources and often focusing on a single mode, such as e-mail or Internet
Relay Chat (IRC). They generally belonged to the first wave of CMC linguistics scholar-
ship, focusing on the effect of digital technologies on language (Androutsopoulos 2006; Her-
ring 2003).
A key methodological issue in these as well as later studies has been what to compare in-
teractive written discourse with. The most obvious benchmark, as some researchers have
pointed out, would be non-digital vernacular writing, such as private letters or note-taking
(Elspa 2004; Quasthoff 1997; Ferrara et al. 2001). Others have opted for large corpora of
written or spoken language (Yates 1996; Jucker 2006). However, the mainstream approach
has been to draw on frameworks that juxtapose typical features of spoken and written lan-
guage on situational and linguistic parameters. While these frameworks differ by language
and country,6 they share the analytical foundation of a strong distinction between spoken and
written language (Squires 2010: 462), leading to a certain idealisation (and implicit norma-
tivity) of typical spoken and written language properties, setting a benchmark against which
CMC could be conceptualised as a blend or hybrid of written and spoken aspects of language.
The main dimensions of innovation in digital written language, as they emerge in research
across languages and countries, from early exploratory accounts (e.g. Werry 1996) to later
textbooks (e.g. Crystal 2006), can be encapsulated in three themes (Androutsopoulos 2007):
orality, compensation, and economy. To offer a brief summary: conceptual orality includes all
aspects reminiscent of casual spoken language in written discourse. Ulrich Schmitz (2001:
2172) coined the term secondary literacy drawing on Walter Ong, and Naomi Baron viewed
CMC as part of a general tendency for writing to become a transcription of speech (1984:
124). The second theme, the semiotics of compensation, includes any attempt to compensate
for the absence of facial expressions or intonation patterns (Baron 1984: 125) by the stan-
dardised means of keyboard and typeface. Compensation devices include emoticons, abbre-
viations that signify various types of laughter, simulations of expressive prosody by iteration
of letters and punctuation. The third theme, linguistic economy, includes any strategy of
shortening the message form. This theme is most clearly predicated on technology effects,
attributed to the necessity of speed in synchronous exchanges, to financial considerations or to
constraints on the size of message. Its counterpart, implicit in the preceding two themes, is the
economy of expressiveness, the tendency to contextualize exchanges as informal, engaged
and jointly accomplished, drawing on means that often run counter to linguistic economy.
These themes are already present in one of the earliest empirical studies in the field, Wich-
ters (1991: 6296) analysis of 1980s mailbox communication. He observes simplifications,
conversational ellipses, representations of colloquial pronunciation, expressive iterations of
letters and punctuation signs, and a playful relationship between the phonematic and the gra-
phematic level. He views mailbox dialogues as a complex meeting of media that displays
both collaboration and antagonism of orality and literacy, as it is characteristic for phases of
media shifts (p. 89).
A more detailed account of Internet communication and language change by Haase et al.
(1997) featured a classification of grammatical, lexical and discourse innovations from Ger-

6
In the English-language literature, the categories used by Crystal are based on Chafe, while Bibers framework
has also been used. In German and Romance literature, Koch and Oesterreichers model of conceptual orality
and literacy has been influential (see discussion in Androutsopoulos 2007; Haase 1997; Drscheid and Wagner
2010).
 -6-

man mailing lists and newsgroups. Although the authors classification of Internet language
as group-specific special language of internet users is obviously outdated now, their classifi-
cation illustrates the continuity that exists between early observations and contemporary con-
ceptions of typical internet language. Some of their features directly fit the three themes
introduced above. They identify compensatory devices such as emoticons; new means of ex-
pressing feelings and affective states, including acronyms such as rotfl and bare verb stems
(discussed below); and innovations in punctuation and spelling that serve to emulate pros-
ody. They also identify economy strategies such as a proliferation of clippings and acronyms,
and simplifications in punctuation and orthography, such as lack of noun capitalisation or
sloppy punctuation. They further mention spoken-like syntactic constructions such as list-
building instead of complete sentences and a frequent use of modal particles.
Beside these Internet language evergreens, their classification includes phenomena
thatseemephemeralandrestrictedfromtodaysviewpoint.Theyfoundanovergener
alisationoftechnicalandjargonterms,satiricalpunsoncompanyandsoftwarenames,
and a so-called P convention, that is, the transfer of a programming language command, p,
to informal networked writing where it is used as interrogative particle. Features like these
seem contingent on particular user groups, which at that particular empirical point happened
to be among the technology experts that made up a large part of early Internet users. The
authors also noted the playful use of emulated whispering, i.e. a chat-room command to
switch into private chat mode, which was also used in public chat in order to mark a turn as
intimate. Such usage again seems characteristic of early Internet users who explored the crea-
tive possibilities offered by the reallocation or recontextualisation of particular technology
affordances.7
A third group of features are best described as discourse strategies for new CMC modes
and genres. The authors note that new conventions for salutation emerge in newsgroups and
chat channels. They discuss new means of textual cohesion, strategies for quoting and ad-
dressing in multi-party environments, and strategies for resolving misunderstandings with
deixis, e.g. by means of the acronym, rl real life. These observations are on new ways of
meaning making, creating coherence, and contextualising digitally mediated interaction. They
suit an understanding of change that includes genres and literacy practices. Writers use the
resources afforded by a given technology in order to build up and sustain dialogical context,
create joint deictic anchoring, and develop appropriate framing. That said, the boundaries to
lexical innovation are fluid, salutations and farewells being a case in point: in some lan-
guages, at least, the strongly expected use of salutation and farewell in emails leads both to
diversity and innovation in salutation forms and to a heightened awareness of stylistic
choices, their appropriateness and their potential for strategic combination in self-presentation
and relationship management (see Kiesendahl 2011).
Haase et al. (2007) conclude with the insight that innovation and change in CMC entail
contradictory tendencies: a loss of morphosyntactic complexity, largely attributed to technical
constraints for language production, is counterbalanced by an increase in pragmatic complex-
ity, as writers attempt to contextualize joint production of discourse and manage relationships
among spatially (and temporally) distant interlocutors.
More recently, researchers working with larger corpora have pointed out that contrary to
popular perception, the frequency of typical netspeak features can be rather low. Taglia-
monte and Denis found that abbreviated forms such as nvm nevermind in instant messaging
are much rarer than the media have led us to believe (2008: 12), thereby casting a critical
light on media fears of linguistic ruin. This discrepancy between metadiscourse and empiri-
cal evidence is independently confirmed by Squires (2010). Researchers who compare CMC
to earlier vernacular writing, ranging from 19th century private letters to contemporary popu-

7
Another example of this pattern is the use of HTML conventions as a contextualisation cue, or the Twitter
hashtag <#> as a marker of a thematic unit outside twitter (see also Crystal 2011: 65).
 -7-

lar culture (Baron 2008; Bergs 2009; Elspa 2004; Shortis 2009), conclude that the novelty of
digital writing is often exaggerated or lacks historical depth. Moreover, there is a striking lack
of systematic micro-diachronic studies within CMC. While the implicit assumption seems to
be that digital language innovations are here to stay, rise and fall patterns are just as possi-
ble.
One recent study pointing to this effect (Henn-Memmesheimer and Eggers 2010) looks at
German inflectives: bare verb stems used without an inflectional morpheme (e.g. lach is the
stem of lachen to laugh). Originating in US comics translated into German, inflectives
emerged as a feature of youth language in the 1980s, used as exclamations outside the clause
structure. In CMC usage, especially in chat channels, they index affective states and perform
virtual actions, upon which much playful chat discourse unfolds. Inflectives can be redupli-
cated or abbreviated, and compound verbs or even verb constructions can be turned into an
inflective construction (Schlobinski 2001). Henn-Memmesheimer and Eggers (2010) looked
at the career of one popular inflective, grins (verb stem of grinsen grin). Like other popu-
lar inflectives, grins can be clipped to g, which is then again elaborated by iteration, ggg, or
typographic mark-up, *g*, and expanded through complements, as in *frechgrins* (cheeky-
grin, p.19). Based on 24-hour samples from four chat channels and four time slices, from
2002 to 2009, they distinguish three phases in its usage: an early consolidation of chat-
specific conventions; then a reorientation toward standard-language usage; and a decline of
chat usage. Here, the initial development of a markedly distinctive chat convention is reversed
by an orientation to standard norms. This finding seems to echo the sociolinguistic pattern of
age grading, in which the linguistic behaviour of young speakers becomes more standard-
oriented as they grow older. However, this study lacks an analysis of participant structure and
discourse practice in the chat channels. It is therefore not possible to tell whether the decline
of inflectives indexes a change of usage by the same writers over time, or a change of activi-
ties in the channel, or even a change of participants altogether. Still, the study reminds us of
the connection between linguistic change and discourse that lies at the core of grammaticali-
sation theory. Inflectives are important means of enhancing sociability and indexing engage-
ment in a chat room, and the emergence of new grammatical structure can be expected from
linguistic items that are important to the communicative practice of a social network. How-
ever, such grammaticalisation may be transient if people grow out of networked writing or
particular applications lose their appeal, as this seems to be the case with public, anonymous
chat channels.

GRAPHOSTYLISTICS, NEOGRAPHY, RESPELLING: CONCEPTUALISING

VARIABILITY IN SPELLING
There is agreement across a number of studies that the grapheme structure of written language
(Crystal 2011:67 uses the term graphology) gains importance as a level of linguistic variation
in CMC. Some authors argue that networked writing breaks with the traditional sociolinguis-
tic assumption that spelling is the most invariant level of linguistic structure (Sebba 2009;
Shortis 2007; Androutsopoulos 2007). Some observations to this effect focus on conformity
to or deviation from orthographic norms. It has been noted that CMC increases insecurities in
spelling, but also tolerance towards typos, which are reinterpreted as outcomes of speedy text
production rather than indices of lacking competence (Baron 2008: 177; Kniger 1997: 172
177; Quasthoff 1997). Here I argue for a wider perspective on the diversity of spelling prac-
tices in this domain of partially regulated (Sebba 2009) or unregimented (Shortis 2009) writ-
ing.
Variability in spelling is a common denominator to the three themes in innovation and
change identified above. In order to represent spoken and vernacular forms, simulate prosody
or shorten the message, writers must handle spelling in ways that go beyond normative or-
 -8-

thography. Driven by the absence of institutional control as much as by the need to do contex-
tualisation work with the written materiality of language, networked writers explore gaps be-
tween standard and non-standard representations, and exploit the polyvalence of grapheme-
phoneme correspondences that is inherent in most orthographic systems in playful, evocative
or subversive ways. The outcome is a distinctively visual variability, which draws on differ-
ence from normative orthography, rather than representation of spoken variation, as a source
of indexical meaning. A prime example of such practice in CMC is the remarkably unre-
searched leet speak as Wikipedia informs us, analternativealphabetfortheEnglishlan
guagethat[]usesvariouscombinationsofASCIIcharacterstoreplaceLatinateletters.
Terms that have been proposed to account for spelling variability in CMC include gra-
phostylistics (a term originating in stylistics), neography (a term coined by the late French
linguist Jacques Anis), and respelling. Androutsopoulos (2007) uses graphostylistics as a
cover term for spellings that differ from standard orthography without representing spoken
language features. Examples include homophonous graph-by-graph substitutions (e.g. <oi>
for <eu> in websites by the extreme right in Germany) or word-by-graph substitutions, which
at the same time can be analysed as economy strategies, such as <cu> for see you.
In his work on French CMC, Anis (2007) proposed a typology of neographic transforma-
tions based on a corpus of French private SMS texts. The three main neographic processes
are logograms (such as <@> for at, <f> for female, <+> for plus); syllabograms or rebus-like
spellings (such as <b4> for before); and phonetic spellings including numerous subcategories:
single phonetic spellings such as <qu> to <k> (e.g. ke for que) or <c> to <k> (komen for
comment); simplification of digrams and trigrams (e.g. aussi > oci; nouveau > nouvo); sub-
stitution of digrams (moi > mwa); deletion of silent letters; and consonantal skeletons, e.g.
<vs> for vous. These procedures can co-occur in a single message or even within one word.
Spelling variants produced through different procedures can occur (e.g. demain, dem1, 2main
or 2m1), and polyvalent forms may represent different full variants and are disambiguated in
context, as in <t>, which can stand for tu, te or tes.
For Anis, neography is not a standard, but a set of procedures each writer uses in a par-
ticular communication situation while writing a specific message, and under the pressure of
various constraints (2007: 110). These constraints are economic, technological, psychoso-
cial, communicative or linguistic ones. Anis emphasises that neographic strategies are not
determined by digital technologies. Their usage varies by the degree of synchronicity afforded
by CMC modes, the social relation between interlocutors, and the genres they engage with.
From his observations, neography is marginal in emails or newsgroup postings, and wide-
spread in SMS or chat exchanges, but can also occur in other domains of writing such as ad-
vertising.
Like Anis, Shortis views respelling as a resource whose use is subject to a variety of fac-
tors, including users technoliteracy, their considerations of audience and purpose, and
physical constraints of message production. His notion of respelling is more inclusive, cover-
ing all three themes introduced above: respellings may offer a simulation of spoken lan-
guage, incorporate graphical and kinaesthetic devices, are used for economy and text entry
reduction (2009: 230231). While respelling remains bound to its relationship with the stan-
dard orthographic iteration (p. 236), its indexical potential is broader than just linguistic
economy. CMC respellings introduce new indexicalities by virtue of their continuity with
spelling practices in other domains: popular culture, ICT, trade names, and specialized short-
hand. Leet speak is a uniquely digital writing style, but other patterns of visual variability
have pre-digital forerunners; for example, single letter respellings such as <r> for are and
<u> for you have predecessors ranging from African-American poetry to heavy metal re-
cord sleeves, and graph-by-graph substitutions are used by some political subcultures (Sebba
2009, Shortis 2009).
 -9-

While these accounts have not yet produced a unified theoretical framework, they repre-
sent attempts to conceptualise change in spelling at a higher level beyond simple insecurity or
normative deviation. For Shortis, the impact of the Internet is not so much that it produced
specific new forms of respelling on the contrary, the techniques themselves were in use be-
fore but that it introduced a looser, more permeable sense of what counts as spelling. Spell-
ing is becoming a deployment of choices from a range of options () It is a matter of appro-
priacy and identity rather than a matter of rectitude and uniformity. (2009: 240)
An inclusive account of these diversities of visual language in the digital age needs to in-
clude script choices, in particular the practice of Romanised transliteration, which is reported
for languages with Arabic, Greek and Cyrillic script (see Androutsopoulos 2009 and papers in
Danet and Herring 2007). Romanisation started out as a vernacular response to technological
necessity at a time where the Internet was restricted to a small set of Roman-only characters at
the exclusion of Roman diacritics and all other scripts, and continues today despite the fact
that current CMC enables the representation of (practically) any script. Vernacular Romanisa-
tion has been shown to follow different spelling patterns, which vary between transcription
(i.e. phonetic representation of native spoken language) and transliteration (i.e. visual repre-
sentation of native script). Romanisation has been noticed for the language-ideological de-
bates it triggers, whereas its implications for literacy development in diaspora wait to be ex-
plored. This is yet another area of change in digital media which goes beyond a narrow con-
ception of language change.

THE ELABORATION OF VERNACULAR WRITING: TOWARDS AN INCLUSIVE

CONCEPTUALISATION OF CHANGE
If we assume that the study of media and language change can benefit from CMC research
(Herring 2003: 8), then the implications of this discussion for an adequate conception of lan-
guage change in digital media must be considered. This discussion suggests, first, that the
location of language change in digital media is not so much in the influence of new media
language on other domains of written or spoken usage, but in processes of innovation and
change within digital written usage. Second, what is new in new media language is not just a
number of innovative constructions or structures, but new resources and strategies for written
language production and meaning making, from graphology to discourse structure. Third, the
impact of the Internet is not primarily an acceleration of processes of language change that are
prior to and independent of it; rather, it is the evolution of digital writing as a new domain of
communication that is at stake. I therefore argue that networked writing questions the ade-
quacy of the feature-based approach and spoken language bias that have dominated concep-
tions of language change in sociolinguistics.8 An alternative and inclusive conceptualisation is
needed: one which addresses sociolinguistic rather than linguistic change; which includes
processes of repertoire and language-ideological change; and which does not separate lan-
guage from its materiality and mediation.
One such alternative, I suggest, is to view language change in digital media as an elabora-
tion of vernacular writing. I conclude this chapter with a few building-blocks for a theory of
language change and digital media yet to be written. Its elements include: a change of scale in
the volume and publicness of vernacular writing; a diversification of old and new vernacular
patterns; an extension of written language repertoires, and a concomitant pluralisation of writ-
ten language norms. These will be briefly discussed in turn.
It seems useful to clarify the notion of elaboration by referring to a related sociolinguistic
concept, Ausbau. This describes an elaboration of function, by which a language is used for

8See Sebba (2009) on spoken language bias in sociolinguistics and Coupland (2009: 43-5) for a notion of so-
ciolinguistic change that brings together the concepts of linguistic change and social change.
 -10-

increasingly abstract and technical written prose (see Haarmann 2004 for an overview). The
notion of Ausbau is useful in that it suggests an extension of written language use into new
(institutional) domains. However, the development of networked digital writing differs from a
traditional understanding of Ausbau in a number of points. Traditionally, Ausbau is thought of
as part of language standardisation; but networked writing, at least in Europe, is a post-
standardisation process, in the sense that it is carried out against the backdrop of fully stan-
dardised national languages whose Ausbau is already accomplished.9 Ausbau extends the
written use of a language beyond the field of everyday prose; but the elaboration of vernacu-
lar writing is located precisely within that field, which is now being extended and reconfig-
ured by means of digital media. The notion of Ausbau does not consider the materiality of
writing; but the technologisation of writing, that is, its material dependency on hardware and
software, is central to all networked writing.
Metaphors of scale (see e.g. Blommaert 2010) are useful in conceptualising the new di-
mensions of vernacular writing in the digital era. Simply put: more people write, people write
more, and unregimented writing goes public. As an outcome of higher literacy rates, more
people write than ever before. Arguably, people write more, as digital media extend the op-
portunities to use writing into social interaction and community-related purposes that were
earlier dealt with in face-to-face speech or by phone. Therefore, networked writing is different
from traditional views of writing as a non-involved, solitary activity lacking a copresent
audience (Ferrara et al. 1991: 9). CMC created a need to make written language suitable for
social interaction, and the three main themes of innovation and change discussed above, i.e.
orality, semiotic compensation, and economy, can be viewed as responses to that need. If
Ausbau increases the capacity of written language for abstraction, vernacular elaboration turns
writing into a medium of sociability.
At the same time, vernacular writing experiences an unprecedented scale of publicness.
For the first time after the standardisation of national languages, at least in Europe, a massive
amount of publicly available written language escapes editorial control (Crystal 2011: 68).
Mass media content is of course still subject to editing and correcting. But it now co-exists,
and in some cases competes for attention with genres beyond institutional control, such as
reader comment, blog entries, customer reviews or forum discussions. Public vernacular writ-
ing is thus intertwined with professionally crafted, institutionally framed language (see also
Androutsopoulos 2010). As Shortis (2009) argues with regard to spelling, alternative or
counter-cultural usage is now transferred much more easily into mainstream public spaces of
discourse. These are sociolinguistic manifestations of the intermingling of the private and the
public that characterises late modernity.
These changes of scale give vernacular writing unprecedented space and visibility; at the
same time, this nexus of digitisation and publicisation brings change to vernacular writing
itself. It seems useful to roughly distinguish old from new vernacular written usage. Old
vernacular writing represents locally bound ways of speaking that traditionally didnt find
they way into public writing, such as regional dialects or other localised nonstandard features
represented, notably, through variability in spelling. New vernaculars are patterns of differ-
ence to elaborated written standards without being rooted in local speech. They too capitalise
on spelling variability, albeit of different kind, and are contingent on the affordances of key-
board production. Examples are the hyper-expressive uses of punctuation found on teenage
homepages or thetypographicplayinfemaleHebrewblogsdiscussedbyVaisman (2011).
Some of these vernacular explorations of visual language remain idiosyncratic and individual-
ised, others develop into distinct writing styles that are tied to particular digital genres and
cultures. Consider again leet speakor the non-standard usage associated with Lolcats (in Eng-

9This point would require modification with regard to non-European sociolinguistic contexts.
 -11-

lish) and Padonki (in Russian), two quite different net cultures that share a fondness for non-
normative experiment with written language form.10
With the development of networked writing, written language repertoires at the individual
and societal level are extended and reconfigured. CMC users develop distinct styles of writing
online and metapragmatic awareness of written style choice. Evidence in support of this
comes from research that has shown style differences for genres on the same website, style-
shifting for contextualisation purposes, and users awareness of writing styles that are deemed
suitable for different modes and genres (consider also the anecdotal survey mentioned in the
introduction).11 It is not obvious whether the outcome of style variation and awareness will be
new rules, as Baron (2008: 172) puts it (users are still in the process of settling upon con-
ventions that ostensibly will become the new rules to be followed or broken). I would rather
argue that we are witnessing written language repertoires extending to approximate the stylis-
tic range available in spoken language, at least on the axis of formality. New rules, if that
term may be used at all, are rather expected at the level of emerging genre conventions like
the ones reported for emails, chat or forums, these conventions being themselves socially
situated and thus variable not (just) by mode or application but (also) in terms of their so-
cially-situated appropriation.12
Repertoireextensionimplies a reconfiguration of written language norms and the emer-
gence of new indexical regimes. Digital language practices fragment the locus of normative
authority. Written language norms are pluralised to the extent that different styles of writing
can be deemed appropriate in different environments and genres and to different user groups.
Visiting a gamer forum or joining the Twitter profile of a rap star will expose a user to quite
diverse ways of claiming symbolic capital through language. They are localised in the more
specific sense of being limited to particular online communities or networks. One chat chan-
nel may prohibit the use of foreign languages, the other encourages multilingual play; the lack
of noun capitalisation in German is stigmatised in some forums, but commonplace in others.
In domains of unregimented writing, stylistic appropriateness is opened up to localised nego-
tiation, for example with regard to spelling and punctuation or the representation of regional
dialects (Shortis 2009, Sebba 2009). Elaboration of vernacular writing thus implies a plurali-
sation of the ways in which written language can index identity or status with regard to a net-
worked audience. In this process, the meaning of vernacular writing extends beyond tradi-
tional indexical values of region or class. As elsewhere in late modern mediatised societies
(see Couland 2009), old vernaculars are recontextualised to index lifestyles and associated
social types, whereas new digital vernaculars may index a range of political, cultural or aes-
thetic orientations that are simultaneously localised within digital culture and linked to global
semiotic and cultural flows (see Shortis 2009 and discussion above).
The elaboration of vernacular writing is linked to processes of destandardisation, a notion
with various definitions in sociolinguistics. Auer (1997) distinguishes three potential mean-
ings: the first describes a process by which the standard variety descends or slides down
towards dialects, with dialect features finding their way into the standard variety. In a second
sense, which Auer discusses in more detail, destandardisation is a process of horizontal con-
vergence between regional dialects from adjacent areas, leading to the emergence of larger-

10No published linguistics research on Lolcats seems to be available; I thank Robin Queen for her hints on this
issue. For Padonki, see the volume be Lunde, I. and M. Paulsen (2009). Both terms are explained on Wikipedia.
11
A particularly good example for is Beiwengers (2010) analysis of the representation of colloquial clitisations
in expert chat sessions. He finds that the tendency to spell out these allegro forms is lower in the moderated part
of the session and higher in the subsequent, non-moderated portions of the same chat session.
12
An approximation of such a new rule can currently be observed on social network sites, where people per-
form friendship to relevant others for a networked public. It seems that expressive punctuation with iterative use
of <?> or <!> becomes increasingly expected as a default case, whereas normal punctuation is presumably
reinterpreted as index of distance or indifference. But empirical research is needed to substantiate this.
 -12-

scale regional varieties or dialect koin. In a third sense, which is of interest here, destandardi-
sation describes change of status rather than change of structure: the standard variety loses
(some of) its generally-binding normative claim and is replaced in that regard by a number of
regional standards, which take on the functions of standard language in formal and official
situations. A formal standard still exists, particularly in (orthoepic) pronunciation, but is los-
ing its relevance for most institutional contexts, with educated and professional speakers shift-
ing to supra-regional colloquial standard or to regional standards. This is similar to
Couplands notion of de-standardisation, which he defines as a type of value levelling that
washes out status meanings formerly linked to standard and non-standard varieties
(2009: 44). De-standardisation is a language-ideological shift, whereby formerly stable in-
dexical meanings are neutralised or reconfigured in particular contexts (p. 445).
Neither Auer nor Coupland specifically consider written language; however, a concept of
destandardisation focused on status/value change suits well the processes discussed here. The
elaboration of vernacular writing does not induce changes in standard language structure,
apart from lexical innovations discussed above; in graphology, vernacular spelling conven-
tions do not replace standard orthography nor do they lead to a loss of its prescriptive aware-
ness. However, the normative claim of standardised written language, particularly in orthog-
raphy and punctuation, is partially replaced by smaller-scale conventions, often limited to
particular networked groups and their online platforms. As discussed in this chapter, net-
worked writing brings ample evidence for a more multi-centred sociolinguistic culture, in
which singular value systems () are being replaced by more complex and () more
closely contextualised value-systems (Coupland 2009: 45). This process is most obvious in
spelling and punctuation, i.e. the written materiality of language online.
We may ask whether destandardisation equals linguistic whateverism, an attitudinal shift
towards written norms diagnosed by Baron (2008) in her discussion of language online. Ac-
cording to Barton, whateverism manifests in a marked indifference to the need for consis-
tency in linguistic usage (2008: 169). Whateverism suits to a certain extent the elaboration
of vernacular writing, particularly when said indifference is related to usage across groups
rather than intra-writer variation. Indeed, pluralisation of written usage in a post-standardised
era presupposes that networked users themselves accept that written language online entails
much more variability than standard language ideology is prepared to acknowledge. However,
it seems important not to confuse this attitudinal shift with a) the emergence of localised
norms or b) public metalinguistic discourse on language online. Indifference (or tolerance) to
written language variation does not prevent networked writers from focusing on contextual-
ised norms of limited reach, readjusting their written language repertoire according to their
digital media usage. Moreover, whateverism is probably not an adequate label when it comes
to public discourse on language online, at least with regard to mainstream media in post-
standardised societies.
Media representations of new media language are predominantly shaped by concerns over
the future of language, technological determinism, and a narrow view of newness. As Thur-
low (2006, 2007) and Squires (2010) have shown, their discourse is shaped by an exaggera-
tion of difference (Thurlow 2007). News reports and other genres construct language online
as a distinct language that may be indecipherable, thus raising a need for explanation that can
then be served by glossaries and related products. A homogenised perception of new media
language or netspeak is made possible by technological determinism, a view that gives
agency to media technologies as shapers of commonalities in usage. Effect and influence sce-
narios directly follow from that, as they assume media agency on language, separating the two
from each other and from discourse practice. The authentication of this construction in media
discourse may run counter to empirical evidence, in that features that are rather rare in data
are constructed as icons of new media language (Squires 2010). Thus the diversity of net-
worked writing is lost in the translation into popular, and perhaps also some expert construc-
 -13-

tions of new media language. However, it is important not to lose sight of the pluralism of
metadiscursive activity on the Internet. Besides stigmatisation of vernacular writing, the In-
ternet offers ample opportunities for what Gorham (2009) calls democratic norm negotia-
tions, which include folk-linguistic practices that mimic and parody top-down language poli-
cies.
I conclude with the observation that the gap between popular and some academic concep-
tions of new media language is not that wide, at least at the level of metaphorical conceptuali-
sation. Metaphors of effect and influence have been common in both discourses, and the
aim to understand the way CMC might affect our language (Smyk-Bhattacharjee 2006: 69)
has been a legitimate scholarly approach. Alternative metaphors may help us move beyond
the implicit technological determinism that still shapes much thinking on language and new
technologies (Squires 2010; Thurlow 2007; Androutsopoulos 2006). Such an alternative
might be a view of digital media not as containers that determine the language they contain,
but as resources for social practices, which do constrain, but do not determine the shapes and
styles of network writing. This way, the elaboration of vernacular writing can be viewed as a
process of change facilitated and enabled by digital media, but materialised and performed by
networked writers in late-modern, post-standardised societies.

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